MTV has extended its relationships with Donat Group to build an identity system working with Flux.com and their numerous virtual worlds. The identity system will facilitate single sign-on and attribution exchange. As part of the deeper relationship, Donat Group will develop the virtual item e-commerce system for all of the virtual worlds.

MTV Networks operates Virtual Laguna Beach, Virtual Hills, Pimp My Ride, Virtual Lower East Side, and the award winning console game, Rock Band.